Issue |
BIO Web of Conferences
Volume 7, 2016
39th World Congress of Vine and Wine
|
|
---|---|---|
Article Number | 03023 | |
Number of page(s) | 4 | |
Section | Economy and Law | |
DOI | https://doi.org/10.1051/bioconf/20160703023 | |
Published online | 26 October 2016 |
Calculating the purchasing power of tourists in a wine region – a case study from Germany / Kaufkraft von Touristen in einer Weinregion – eine Fallstudie aus Deutschland
Geisenheim University, Institut für Betriebswirtschaft und Marktforschung, Von-Lade-Str. 1, 65366 Geisenheim, Germany
The main purpose of this consumer study was firstly to calculate the economic importance, in term of purchasing power, of visitors in the German wine growing region Rheingau, and secondly to examine their demographic and behavioural characteristics, as well as their the motivation using segmentation approach. In the framework of a face-to-face survey, conducted between April and May 2015, a total of 1,555 tourists were interviewed at 18 different locations in the Rheingau. Four wine tourist types were identified by using cluster analysis: 1) Wine and Rheingau lovers, who have a high interest in wine and visit the region several times a year; 2) wine-oriented tourists, who use the culinary offerings of the Rheingau with pleasure but do not come to the region very often; 3) new visitors, who come to the region mainly because of the nature and history; and 4) foreign tourists, who have less knowledge about the Rheingau and buy less wine in the region. With the help of the purchasing power calculation, we can state that approximately 18 % of the total production is purchased directly in the region by tourists.
Zusammenfassung
Ziel dieser Studie war es, zum einen die wirtschaftliche Bedeutung von Besuchern eines deutschen Anbaugebietes – Rheingau – in Form von Kaufkraft zu errechnen und zum anderen die demographischen bzw. verhaltensbezogenen Merkmale sowie die Motivation der Touristen mithilfe eines Segmentierungsansatzes zu analysieren. Im Rahmen einer face-to-face Befragung im April-Mai 2015 wurden insgesamt 1.555 Touristen an 18 Standorten im Rheingau interviewt. Mithilfe einer Cluster-Analyse konnten insgesamt vier unterschiedliche Besuchertypen identifiziert werden: 1) Wein- & Rheingau-Liebhaber, die regelmäßig den Rheingau besuchen und hohes Interesse an Wein haben; 2) Weinaffine-Touristen, die gerne das kulinarische Angebot des Rheingaus in Anspruch nehmen, allerdings weniger regelmäßig die Region besuchen; 3) Neubesucher, die hauptsächlich wegen Natur und Tradition die Region besuchen; und 4) Ausländische Touristen, die am wenigsten Weinwissen aufweisen und am wenigsten Wein im Rheingau kaufen. Bei der Modellierung der Kaufkraft hat sich herausgestellt, dass ca. 18% der Gesamtproduktion in der Region vor Ort von Touristen gekauft wird.
© The Authors, published by EDP Sciences 2016
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0 (http://creativecommons.org/licenses/by/4.0/).
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